Pictured at the launch of ‘ready-to-drink’ (RTD) cocktail VK at Queen’s Students’ Union in Belfast are Bronagh McAllister (Cushendall), Amy McDowell (Ballymena), Grace McQuade (Randalstown) and Sophia Agnew (Ballymena)
THE evenings may be dark and dismal across Northern Ireland right now but at Queen’s Students’ Union in Belfast, things are looking much brighter with popular student drinks brand VK adding a touch of colour to the Union Bar this winter.
Known for its vibrant and colourful range of ‘ready-to-drink’ (RTD) cocktails, the award-winning VK brand was founded in 1997 and has been voted the number one RTD for students in the UK for the past 10 years running*.
Now, in partnership with Craigavon-based distribution company United Wines, VK has been listed for the first time in the state-of-the-art Students’ Union building on Elmwood Avenue, which reopened its doors in September last year after a massive £41.8 million investment.
Pictured at the launch of ‘ready-to-drink’ (RTD) cocktail VK at Queen’s Students’ Union in Belfast are Katie Allen (Larne), Rachel Clinton (Belfast) and Ellen McCoy (Armagh)
To celebrate the new listing, students in the Union Bar were treated to a party night with free samples of VK which comes in a range of fun pre-mixed flavours including VK Blue, VK Strawberry & Lime, VK Orange & Passion Fruit, VK Tropical Fruits, VK Ice, VK Apple & Mango, VK Watermelon, VK Black Cherry, and VK Raspberry & Peach.
“We are so excited to bring the UK’s most popular student RTD to the amazing Queen’s Students’ Union in Belfast,” said Andrew Hollywood of United Wines.
“It’s such a fun, colourful and, importantly, great tasting brand, that it’s no wonder it’s been voted the favourite ‘ready-to-drink’ alcohol brand amongst students across the UK for the past 10 years in a row.
“The ‘ready to drink’ market is enjoying big growth now with people who love the convenience of pre-mixed drinks and cocktails that look and taste great – and VK is definitely one of the most exciting and innovative brands in the RTD sector.
“We’re sure it will be a huge hit with all the hard-working students in Northern Ireland who like to unwind from their diligent studies with a few sociable beverages in the Union Bar,” he added.
Pictured at the launch of ‘ready-to-drink’ (RTD) cocktail VK at Queen’s Students’ Union in Belfast are Portrush student Jodi Adams with VK Crew member Rachel Clinton (Belfast)
Ross Jones, International Sales Manager for VK parent company Global Brands, said:
"The student market is massive for us, so we are absolutely buzzing to bring VK - ‘the students’ choice’ of RTD drinks - to Northern Ireland, which itself is a very important region for Global Brands.
“With VK being voted the number one RTD by students, ten years running in England, Wales, and Scotland, there’s lots of demand for VK in Northern Ireland, and we can’t wait to amp up the party in Belfast, connecting with students and bringing young people together to share some unforgettable experiences.
“Aligning ourselves with students is a continual focus across the brand, and the easy-drinking, iconic fruity flavours lend themselves to being the go-to party drinks, so it’s not surprising that VK remains the number one trad RTD for students,” he concluded.
Last month, United Wines announced an exclusive deal with Global Brands to distribute its popular RTD brands VK, Hooch and Shake Baby Shake in Northern Ireland.
The agreement will see United Wines, one of the biggest drinks distributors on the island of Ireland, expand Global Brands’ presence in the Northern Ireland on- and off-trades by securing listings across the retail and hospitality sectors.
Global Brands is the biggest branded supplier (by volume) of packaged cocktails to the off trade across Britain**, thanks to impressive demand and distribution for the company’s extensive RTD portfolio.
For more information on VK and United Wines’ ‘ready to drink’ Global Brands portfolio, visit www.unitedwines.co.uk/brands/
* Source – VK is the number one RTD voted by students for ten years running (NUS Drinks Tracker 2013 - 2023)
** Source - Nielsen, GB Off Trade RTD Market to 26.08.2023)